Vehicle servicing network HiQ has unveiled its biggest-ever marketing investment with a three year sponsorship of the British Touring Car Championship, which it will use to promote its franchise offer to potential investors.

The sponsorship deal will kick off at the end of this month, to coincide with a nationwide franchising programme to be revealed by parent company, Goodyear Dunlop. This year marks the Championship's 50th and will see it receive more than 70 hours worth of UK airtime on ITV channels.

Goodyear Dunlop says it anticipates a high level of interest from retail specialists and investors seeking to pour money into the "fast expanding" vehicle servicing network.

"The HiQ business is a core part of Goodyear Dunlop's plan for profitable growth and (the) HiQ MSA British Touring Car Championship launch is evidence that we are continuing to invest to build HiQ as a vital channel to market for us," says Goodyear Dunlop MD Mark Brickhill. "The HiQ network growth will be through franchising. Our existing franchises have been tremendously successful and there is significant interest from existing and potential new franchises in joining us to invest in HiQ."

HiQ is currently in the running to win best overall marketing campaign at this year's Franchise Marketing Awards, sponsored by Business Franchise, Lloyds TSB and the Daily Mail. Earlier this year, HiQ also outlined ambitious plans to increase top line growth.

"Aggressive new product development plans from Goodyear and Dunlop mean that HiQ is in a strong position to grow significantly over the coming years," says Brickhill.

The amount of money HiQ has invested in the sponsorship deal has not been disclosed.